Walgreens’ Pharmacists Recommend The Store Brand

According to The New York Times, Walgreens is investing in its own brand of merchandise and encouraging consumers to opt for the store brand.
The campaign is the first time Walgreens has gone beyond Sunday newspaper circulars and in-store signs to advertise its own brand.
The campaign emphasizes the affordability and quality of the Walgreens brand products and uses the store’s 26,000 pharmacists as a central theme.
Kim L. Feil, the chief marketing officer at Walgreens, said that while the ailing economy had spurred an increase in the number of people buying store-brand products.
Walgreens worked with Downtown Partners and Digitas on the effort. As part of its digital strategy, Walgreens partnered with the women-centric blog publishing network, BlogHer, to reach its target demographic of women between the ages of 25 and 54.

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Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

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